Some key marketing goals for the start of the year

Some key marketing goals for the start of the yearAs we approach the end of January, it is time to reevaluate some our New Year’s resolutions. Whether it was a renewed commitment to getting in shape or a vow to be a little nicer, it turns out only 8 percent of people are actually successful in achieving their new year’s resolution, according to The Statistic Brain Research Institute.

Here at Moving Targets, we like to embrace something called the re-New Year’s resolution. AKA: If your current goals haven’t been going so well, maybe it’s time to make some new ones. As a business, your main goal probably has nothing to do with losing weight. But improved marketing in the new year can be a great re-resolution to set for your company as a whole. Now that everyone has settled into January, it is a great time to make a renewed commitment to some key marketing goals.

Getting started on your 2016 goals

Getting started is often the hardest part of any resolution. Luckily, we have created a blueprint for those looking to start 2016 off on the right note. When approaching new marketing goals, the best teacher is the past. Businesses should evaluate what has and has not worked in the past, explained Business 2 Community contributor Jessica Johnson. Start with a few of these key questions:

  • What marketing goals did I create last year?
  • Were they effective? In what ways?
  • Where could our marketing in 2015 improve?
  • Are there any industry trends in 2016?
  • Is there a need for more marketing resources?


The answers to these questions will provide a lot of insight as to where you should direct your new goals. Moving forward, this knowledge can help you decide what content to tweak, discard or leave alone. If there are some pieces that have historically performed well, don’t be afraid to use them again in 2016.

Time to set those goals

Now that you have garnered some key knowledge about past marketing efforts, it is time to set some key goals for yourself. Obviously, marketing objectives vary by business. However, we have done some research and compiled a list of potential goals for any business in 2016.

Create some visuals (or more of them):

Visuals are engaging and a must-have for any marketing strategy. Whether it be some killer video content or a high-definition image to pair with your next tweet, one thing is clear: Visual content is a requirement in 2016. Marketing Land contributor Quinn Whissen noted that beyond radio every single modern marketing platform has some kind of visual asset. There’s a reason for this, visuals are powerful and can help take your marketing to the next level. So, whether you have never doled out visual content at all or you just want to delve into some new types, make visual content a major to-do on your resolution list for 2016.

Pay more attention to analytics:

For many small businesses paying attention the data and confusing engagement graphs can fall to the bottom of a to-do list. In 2016, SMBs should make a commitment to paying more attention to analytics surrounding marketing content. While the information can seem confusing, it is an endless pool of knowledge that can help improve your marketing strategy in some major ways. Resolve to sit down once a week and go over the numbers – we promise, it will make a world of difference.

Try out some new content:

The new year is a great time to experiment with some new forms of content. Whether it be ramping up your video efforts or creating mini-series, it is always great to give your audience some variety with your marketing content. Whissen suggested giving episodic content a shot. Consumers love small content doled out over a span of time – capitalize on it. Not only will it encourage you to take your marketing in a more story-centric direction (a great marketing move) but it will also up your customer engagement rate and ensure they keep coming back for more, explained Whissen. Sounds like a win-win to us.

Ramp up some new channels:

Omnichannel marketing is a great way to ensure you are reaching the widest range of customers possible. There are so many different ways to market today. Whether it is email campaigns, newsletters, direct mail or social media, the opportunities are endless. If you haven’t already got your feet wet with each of these channels, try committing to adding a new platform to your repertoire this year. Do a little research surrounding what new channel best fits your audience and marketing needs and then get started!

Brush up on your SEO:

SEO is so important in modern marketing. It can do wonders for your company’s visibility online. Before you even begin publishing new content make sure your SEO strategy and standing is in good shape, urged Whissen. This is an important resolution to make in order to ensure the rest of your efforts in 2016 succeed.

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